Let’s be honest: your customers are online, and they expect you to be, too.

Okay, maybe not all of them… just 99% of those ages 18-49, 98% of those 50-64, and 90% of seniors 65+.* So, yeah, basically all of them.

A well-designed website, customer portal, and clear digital communication aren’t just “nice-to-haves” anymore.

They’re essential to building trust, reducing confusion, and staying ahead.

Here are 4 top tips (with some tactics sprinkled in) to enhance your online communications.

Customers usually don’t think about alerts until something goes wrong, and by then, they’re wondering why they didn’t hear about them sooner.

To show you’re on top of the issue, add a dedicated, easy-to-update banner and/or pop-up to your website, customer portal, or both. It should include:

• Real-time service updates (planned and emergency)
• Boil water notices or pressure issues
• Contact info for reporting problems
• Expected resolution times, when possible

Bonus tip: Utilize text messaging to get your critical alerts to customers faster.

3. Be mobile-friendly and accessible

Speaking of texting, most people access the internet on their phones. So, your website and customer portal should work well on mobile. Period.

Oh, and your oldest customers? 91% of them now own a smartphone, according to AARP’s 2025 Tech Trends report.

So, no, “our older customers won’t use it” isn’t a valid excuse anymore.

Another extra tip: PDFs don’t always play nice on mobile, especially on older phones. If your rates, CCRs, or policies are in PDF form, consider posting the most important content directly on a webpage, making it easier to read, search, and share.

4. Use social media strategically

If your city or town is already on Facebook or X/Twitter, connect your utility presence there, too, and use it to share updates, respond to comments, and highlight your work.

But don’t rely on it exclusively. Most people aren’t going to social media to check up on their municipality or utility.

Final bonus tip: Ask your customers to follow you on Facebook (unfortunately, X doesn’t have this), and then use tags like @everyone when posting critical info. That’s how you make sure all followers get notified, not just those who happen to scroll past. Think of it as a PA system for your utility!

You don’t need a big team or a massive budget to communicate clearly. Even the smallest utilities can stick to the basics, keep things current, and meet customers where they already are: online.

And if you need to modernize your utility communications, check out Utility Process Management! United Systems can help with everything from launching a new website to adding text-to-pay options for your customers. And we also offer guidance on boosting your social media presence.

* Based on this November 2024 Pew Research Center study.